The Congress has finally realised that it needs an image makeover.

The grand old party has approached advertisement agencies to devise a campaign that would make it more relevant to the 21st century electorate.

In the fray are as many as seven companies, including Lowe. And the account is said to run into tens of crores.

The Congress now thinks it needs to change its publicity strategy in order to compete with the Bharatiya Janata Party. The issue, in fact, is said to have figured in last month's Congress Working Committee meeting in New Delhi.

For a week now various party leaders have been sitting through hours of presentation by professionals. They plan to decide on a company by Saturday.